If marketing is a Battle against Consumer Cynicism, is Market Research's 'Voice of the Consumer' really Friendly Fire?

Nick Southgate

Discusses Consumer Cynicism, about which marketers complain. Argues that marketers are mistaken in regarding such cynicism as wholly negative, and to be overcome by even more strident communication and PR (which in turn will be questioned the same way).

If Marketing is a Battle against Consumer Cynicism, is Market Research's 'Voice of the Consumer' really Friendly Fire?

Nick Southgate Cogent Elliott

Introduction

The inspiration for this paper was twofold. One frequently heard the complaint frompeople within...

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